Lowe Beijing wins Mengniu milk drink creative account

The appointment follows a competitive pitch that took place in November against undisclosed agencies.

Leo Burnett Beijing was the incumbent creative agency for Menghniu yoghurt drink, but the agency has retained a Mengniu’s new product drink account, which has yet been launched in the market.

Fanny Yum, GM of Lowe Beijing did not disclosed the size of the business, but said that Mengniu, as one of China’s leading dairy brands, was a “substantial” account. Mengniu's major competitor is Yili.

She added that Mengniu’s Suan Suan Ru has been an innovator in marketing communications for music marketing, particularly since its successful sponsorship of The Supergirls singing contest show on Hunan Statellite TV in 2005.

“We made an ambitious proposal to Mengniu about how the brand deserves more than just an ordinary advertising campaign,” said Fanny Yum, general manager of Lowe Beijing. 

“Mengniu's milk drink sales are strong among young consumers and are skewed towards girls, Yum added. “Our main challenge is how to uplift the brand with a new breakthrough. We will continue to build the legend of Mengniu Suan Suan Ru with our team’s unconventional approach.”

Led by Yum, Lowe’s winning pitch team included chief planning officer Baiping Shen, chief creative officer Norman Tan and creative director Yan Xu.

Lowe China will start working with Mengniu in January 2011. Optimedia Beijing handles the client’s media account.